

The business of meatless meat with Beyond Meat CEO Ethan Brown
Dec 22, 2020
Ethan Brown, the founder and CEO of Beyond Meat, discusses the booming demand for plant-based proteins, especially during the pandemic. He shares insights on how meat shortages led to increased interest in meat alternatives and the impact of COVID-19 on the food supply chain. Ethan highlights Beyond Meat's unique approach to structuring their business and competing in the market. He also delves into innovative methods for transforming legumes into meat-like textures and the importance of ethical considerations in the evolving protein landscape.
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Childhood Inspiration
- Ethan Brown's childhood experiences on a farm sparked his interest in the ethical treatment of animals.
- This led him to question the differences between animals raised for food and those kept as companions.
Meat's Composition
- Meat is composed of amino acids, lipids, trace minerals, vitamins, and water, none of which are exclusive to animals.
- Beyond Meat focuses on sourcing these components from plants and organizing them to mimic meat's architecture.
Overcoming Skepticism
- Early in Beyond Meat's development, Brown faced skepticism about plant-based meat.
- He overcame this by focusing on the truth of the product's benefits and marketing it with world-class athletes.